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What's not to like? Negations in brand messages increase co..:
Pezzuti, Todd
;
Leonhardt, James M.
Journal of the Academy of Marketing Science. 51 (2022) 3 - p. 675-694 , 2022
Link:
https://doi.org/10.1007/s11747-022-00894-3
RT Journal T1 <Title>What's not to like? Negations in brand messages increase consumer engagement</Title> UL https://suche.suub.uni-bremen.de/peid=cr-10.1007_s11747-022-00894-3&Exemplar=1&LAN=DE A1 Pezzuti, Todd A1 Leonhardt, James M. PB Springer Science and Business Media LLC YR 2022 SN 0092-0703 SN 1552-7824 JF Journal of the Academy of Marketing Science VO 51 IS 3 SP 675 OP 694 LK http://dx.doi.org/https://doi.org/10.1007/s11747-022-00894-3 DO https://doi.org/10.1007/s11747-022-00894-3 SF ELIB - SuUB Bremen
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